Variables gitlab-ci.yml shell

We are running Gitlab CI 11.0.2 with a Gitlab runner 11.0.0 and Shell executor on Windows 2016 and are unable to use variables in a string. We would like to use the %CI_COMMIT_TAG% variable (on tag). Please check the following gitlab-ci.yml snippit:

sign:
stage: sign
only:
- tags
script:
- set PATH=“C:\Program Files (x86)\Launch4j\sign4j”;
- echo %CI_COMMIT_TAG%
- sign4j signtool.exe sign /fd SHA256 /f E:\gitlab\cert_software.pfx /p ****** /t http://timestamp.comodoca.com/?td=sha256 E:\gitlab\software-%CI_COMMIT_TAG%.exe

The output:

Running with gitlab-runner 11.0.0 (*****)
on ***** *****
Using Shell executor…
Running on *
Fetching changes…
Removing .m2/
Removing target/
HEAD is now at ***** Update .gitlab-ci.yml
Checking out ***** as 1.4.8.2…
Skipping Git submodules setup
Checking cache for default…
Successfully extracted cache
echo %CI_COMMIT_TAG% 1.4.8.2 sign4j signtool.exe sign /fd SHA256 /f E:\gitlab\cert_software.pfx /p ****** /t http://timestamp.comodoca.com/?td=sha256 E:\gitlab\software-
%CI_COMMIT_TAG%
.exe

So when the variable is used with the echo is get interpreted. When used in the sign command is does not.